Client: A Leading Multinational FMCG Company.
Main objective: Looking for new opportunity territories for a green home detergent.
Methodology: Semiotics of Culture. Understanding mainstream and new codes for the new product positioning.
Performance: Leading to the values of an Ideal Eco-Friendly Home Detergent.
Semiotics of Culture is a research field within semiotics that attempts to define culture from a semiotic perspective. Its importance is due to the creation of a perfect positioning within the consumers' culture.